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In today´s material world brands have a great influence on all of us. People´s attention is focused on brands more and more by each day, and while some are more deluded and some less, we all seek and strive towards buying brands. Inspired by this economic development, the purpose of this work is to investigate and explain the effects of branding on consumer decision-making process, or rather precisely said, how people react on branded products and are they their primary choice when purchasing.

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Sulejman Hibic, MA: Studied Marketing Management at International Burch University; Bachelor degree in English language and literature Sales manager and representative for VIF (Very Important Furniture) at Gradiz LLC, Sarajevo

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